Optimizing a multi-device marketing campaign is difficult. Marketers often see only one device in their analytics reports, even though the average customer uses three to engage with them. Big data scientists are developing solutions to track customers across different platforms. When brands can recognize their customers as people, they will be able to offer the right experience in the right context as consumers switch between devices.

Tracking conversions will give you a better understanding of your website’s traffic. By learning what your users are doing after they land on your site, you will be able to know whether you are driving the right type of traffic. The great news is that you don’t need fancy tools to pull this off. This article offers three simple conversion goals you can track to give you powerful insights into how your users are interacting with your website. Search Engine Land (5/30/17)

While data-based tools help reveal useful information, adopting data-driven measurement requires resources (both human and nonhuman) to work together within and across departments. Even with access to the latest technologies and tools, marketing teams need people who can decipher the numbers and say in plain English what they really mean and what actions should be taken. Think with Google (7/1/17)

Many organizations find themselves struggling to take full advantage of the promise that digital analytics offers. This article identifies three main obstacles to realizing analytics’ full value and proposes new tactics. The authors find that most barriers are related not to technology but to people, organizational culture, or approaches to problem solving. Harvard Business Review (6/8/17)

Social intelligence (“Here’s what we know about you”) can give business development teams real insights about a prospect’s customer base, market, competitors and influencers. The author proposes a new approach to business development that adds intelligence value — with the intent to help and educate a prospect, regardless of the sales outcome. SmartBrief (6/14/17)